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The Best Practice for Using Voice-Overs in Advertising

Voiceovers which has been one of the staples within the world of advertising is still a mainstay for marketing executive’s tools for an effective way to communicate with an audience. However, even though this tool is regarded as powerful it also linked with risks in the way of leading to the ads which are more generic and continual use of the voiceovers can result in flagging the engagement of audiences. Below are some helpful tips to ensure you get the most bang-for-your-buck as you plan the voice-over work in association to an upcoming ad.

What It Does Very Well

One of the keys to a great voice over is to assist in communication. The voice over is better employed in the form of a reinforcement technique, which often emphasises or describes what is depicted on the screen or to simply read the brand tagline aloud. Even though reading a brand tagline out loud might not appear to be the best way to use the talent of voiceover artists, it works, and it works really well.

Harmony is the Key

The voice-overs are employed best when they are combined with visuals that are complimentary that enhance or back-up the conveyed message. For this reason, the voiceover should not be in competition with the visuals to grab the audience attention as this often results in a decrease in focus and can drown out the message for the ad.

These instances are actually common where visuals are attempting to tell the story while relying on the voiceover for conveying the message in its entirety. However, what generally happens is that the attention of the viewers is split which results in a lowered recall in association to the actual core message as well as the ad itself in its entirety. The ads that synchronise both the tell and the show factors of advertising are in most cases the more effective methods to communicate messages to viewers.

The Voice Choice is Vital

Finding the perfect voice when it comes to your ads is often a task that is time-consuming, yet a process that is highly worthwhile. Two important factors you should keep in mind when choosing voiceover artists include the following:

1) Longevity

Longevity is an important consideration as many studies have proven that people usually respond in a better way to the ads which use the same voice artist over multiple ads. What this means is that the voice artists become the “Voice” for the brand. This needs to be a voice that has staying power which means that audiences start to experience a lower rate of “repetition fatigue.”

2) Audience

You need to gain an understanding of your audience. Who will these ads be aimed at? If possible, prepare a shortlist of 4 to 5 voiceover artists, followed by using focus groups that make up your target audience in order to listen to samples and then provide you with feedback on which voice they prefer. This is an opportunity to obtain quick feedback at either no or minimal costs.

Less Could Be More

When used in the incorrect manner, Voiceovers have the ability to detract from the effectiveness of the ad. The ads that do not feature voiceovers are rated routinely as more unique or different but at the same time are often rated as not easy to understand. For this reason, it is essential to strike the balance when it comes to deciding when and how to employ your voice work.

While there are always definite possible advantages and opportunities to directly let consumers know what you would like them to be hearing, rather than just hope they are understanding what you are at